New research published by the Content Marketing Institute (CMI) found that agencies are playing a major role in content marketing campaigns in the UK, and that the majority of marketers are now outsourcing at least one content activity, with creative the most likely to be redeployed to a third party.
The ‘Content Marketing in the United Kingdom 2018: Benchmarks, Budgets, and Trends’ report leads with its findings that the most committed marketers are either very or extremely successful with their content marketing strategies and campaigns. In contrast, those that are taking only tentative steps into the world of written and visual resources are struggling.
While there is a disparity between the two groups, the study suggests it would only take a small shift for the less committed to really see a difference in their results. CMI recommends pooling more resources into content and establishing a predictable schedule, while being more strategic and realistic about what marketing can achieve, in order to improve.
Creative appears to be the key to success though as a staggering 96% of UK enterprises who are strongly committed currently place great value on the craft of creating high quality infographics, blogs, articles and videos.
Content Marketing Institute’s research director, Lisa Murton Beets said: “Based on these insights, we recommend that companies hovering in the ‘neutral’ zone with their content marketing consider what it would take to strengthen their resolve – it might be that they need more buy-in, a better strategy, more budget, more people – and, in some cases, a simple shift in mindset.”